BEAUTY CARE

Tom’s of Maine protects teeth, environment with new toothpaste

BY Antoinette Alexander

KENNEBUNK, Maine Tom’s of Maine, a maker of natural personal care products, has developed a new, all-natural fluoride sensitive toothpaste with environmentally sensitive packaging and manufacturing.

The new Tom’s of Maine Maximum Strength Sensitive toothpaste combines cavity protection with naturally sourced potassium nitrate to soothe sensitive teeth and deliver oral care without additives, artificial preservatives or harsh chemicals.

“Consumers told us they wanted a sensitive toothpaste that was naturally-sourced, but still effective and refreshing,” stated Ellen Saksen, Tom’s of Maine toothpaste category manager. “Through our meticulous selection of ingredients, coupled with our commitment to improving our community, consumers who suffer from sensitivity now for the first time have an all-natural choice that has been clinically proven to care for their teeth.”

With the help of birch trees, mint plants and other natural ingredients, the new toothpaste comes in two flavors: Soothing Mint and True Mint, a SLS-free option. Tom’s of Maine’s new Maximum Strength All-Natural Sensitive toothpaste will be available in stores nationwide in September. The suggested retail price is $5.99.

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Nivea for Men develops online resource for grooming

BY Antoinette Alexander

WILTON, Conn. Beiersdorf’s Nivea for Men has launched its newest online destination, dubbed “The Groom Room,” which is a resource for men to find exclusive blog posts, grooming tips and trends, as well as articles on such topics as sports and entertainment.

“We are very excited to introduce ‘The Groom Room’ to consumers,” stated Nicolas Maurer, VP marketing for Beiersdorf USA. “Drawing on insights about the online habits and needs of its consumers, Nivea for Men created a one-stop destination to showcase content from trusted authorities so men can get informed about the topics that are most important to them. We are confident ‘The Groom Room’ will be a must-read for men everywhere.”

With original blog posts from Nivea for Men’s own blogger corps and syndicated articles from various men?s interest publications, “The Groom Room” aims to provide men with all of the grooming information they need in one online location.

The site can be accessed by visiting www.niveaformenusa.com/thegroomroom.

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Hard Candy sets its sights on Walmart

BY Antoinette Alexander

NEW YORK Hard Candy, once known as an edgy, trendsetting beauty brand that graced the shelves of such stores as Sephora and Fred Segal, now is looking to rock the mass market through an exclusive deal with Walmart.

The 261-SKU collection is slated to hit Walmart in the third week of September and will be available at 3,000 stores. Prices range between $5 and $10.

Walmart’s beauty team, in partnership with beauty contract manufacturer NuWorld, developed the collection and unveiled the new, hip line to beauty editors at a launch event Tuesday in Manhattan. The retail giant is looking to leverage the brand’s cachet and it will build upon Walmart’s existing prestige beauty business.

With its fun and trendy packaging and catchy names like Button Your Lip liquid lipstick, Split Personality eye color duo and Curl Up & Dye mascara, the collection is likely to resonate with beauty junkies and existing Hard Candy fans.

The collection also includes a couple of iconic Hard Candy products such as Fortune Gloss lip gloss, which has a fortune telling ball in the cap, and Eye Candy, which is a sliding compact with cream glitter shadow coupled with a coordinating eyeliner.

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